Graphic Design Projects

"CREATE LOUD" CAMPAIGN

(Adidas)

Creative Brief:

The Create Loud campaign celebrates bold self-expression and creative rebellion. Inspired by street energy and the voice of a new generation, it invites creators to stand out, be unapologetic, and redefine what confidence looks like. The goal was to connect with Gen Z audiences who value authenticity, individuality, and creativity in motion. The campaign fuses movement, fashion, and attitude—encouraging people to “wear their volume” through color, rhythm, and fearless design.

Strategy:

The visual direction combines street photography, expressive typography, and energetic color blocking to communicate power and individuality. Each layout was designed to grab attention instantly—whether in digital, print, or out-of-home formats. The tone is confident, raw, and inclusive, reflecting urban creativity and youth culture.

Messaging across posters, social ads, and door-hanger executions maintains a unified rhythm through a balance of dynamic motion, bold headlines, and rhythmic repetition. The CTA (“Create Loud”) functions both as a statement and an invitation, building emotional engagement through empowerment.

NBA Finals Event Identity Emblem — Case Study

Content layout:

1. Overview

Designed a new event identity for the 2024 NBA Finals. The goal was to create a mark that balanced the excitement of competition with the prestige of the league’s history. The final emblem was refined from initial sketches through digital vectorization and color correction in Illustrator.

2. Problem

Early drafts lacked balance and felt too complex for use on merchandise. Scans were uneven, and the lettering didn’t align cleanly with NBA standards.

3. Approach

• Cleaned and cropped all scans for clarity.

• Refined type hierarchy and alignment.

• Simplified the color palette to classic NBA red, white, and blue.

• Adjusted proportions for symmetry and readability.

4. Result

A bold, modern emblem that maintains the heritage of the NBA Finals while functioning across print, digital, and apparel formats.

5. Tools Used

Adobe Illustrator | Procreate | Photoshop

Bruce Lee Poster

Project Overview:

This Behance case study presents my Bruce Lee International Karate Championship poster, a reimagined event design that pays tribute to Bruce Lee’s legacy and the vintage martial arts posters of the 1960s and 1970s. My goal was to capture his explosive energy and timeless influence through bold typography, contrast, and layout inspired by movie advertisements from that era.

Design Approach:

The creative process began with digital thumbnails and progressed into refined roughs that explored composition, hierarchy, and texture. The final layout uses distressed textures, strong yellow and black color contrast, and diagonal energy lines to express Bruce Lee’s signature power and charisma.

Feedback Integration:

Instructor feedback emphasized including thumbnails and roughs, which I recreated digitally to strengthen my process documentation. I also refined cropping, typography alignment, and the final textures for better readability and presentation quality.

Tools Used:

Adobe Illustrator

Adobe Photoshop

Procreate

Outcome:

This project not only helped me revisit one of my earliest works but also showed how far I’ve grown in composition, typography, and visual storytelling. It now fits cohesively into my Behance portfolio as an example of my passion for motion, culture, and identity in design.

Personal Logo

This brand guideline defines the visual identity of my personal brand as a designer and mural artist. The goal was to create a clean, bold system that reflects both creativity and professionalism while maintaining versatility across print, digital, and environmental applications.

The logo draws inspiration from artistic portraiture, balancing craftsmanship with modern simplicity. The color palette combines a neutral grayscale base with warm desert-inspired golds and cool teal accents—representing the mix of creativity, groundedness, and clarity I aim for in my work.

Typography choices emphasize readability and confidence, complementing the strong iconography. Together, these elements establish a cohesive foundation for consistent branding across all touchpoints, from social media to client presentations.

Changing Hands (Find your people campaing)

The “Find Your People” campaign for Changing Hands Bookstore celebrates the store as a cultural hub where Phoenix locals connect through stories, creativity, and community. Guided by the tagline “Where Stories Bring People Together,”the campaign combines warm, literary visuals with modern digital storytelling. The brand system uses earthy desert tones—Deep Forest Green, Warm Sand, and Burnt Orange—to evoke comfort, connection, and energy.

The full campaign includes a creative brief, brand style guide, digital ads, social media layouts, a content calendar, and email promotions. Instagram and Facebook serve as the main community platforms, highlighting staff recommendations, author events, and the in-store experience. Each touchpoint reinforces authenticity and belonging, inviting readers to rediscover their local bookstore as a space for gathering and inspiration.

Drawing inspiration from the Behance reference provided by Professor Carthon, I focused on creating a consistent yet personal design language that mirrors Changing Hands’ warmth and creativity. The resulting brand presentation unifies storytelling, visual identity, and strategy—showing how design can bridge people and place through shared narrative.

Phoenix Film Festival VIP Campaign — Case Study

For this project, I expanded the Phoenix Film Festival campaign into a complete brand presentation that captures the essence of cinematic luxury and community connection. The process began with research and ideation, developed through a detailed mind map, mood board, and style guide that defined the campaign’s tone, color palette, and visual hierarchy.

From there, I created logo and ad thumbnails to explore different directions for composition and messaging. The strongest concepts evolved into OOH (out-of-home) advertisements and merchandise mockups, showing how the campaign could extend across multiple touchpoints while maintaining visual consistency.

The layout and flow were inspired by professional Behance case study formats, but I refined the presentation to reflect my personal design style, clean, cinematic, and immersive. The goal was to balance exclusivity and accessibility, presenting the VIP experience as both aspirational and welcoming.

By including every stage of the creative process, from conceptual sketches to polished applications, I developed a cohesive visual system that demonstrates professional-level execution and readiness for portfolio presentation.

TikTok Poster — Case Study: Meaning and Form

This project explores the psychological impact of social media through a visual metaphor that merges form and meaning. The design depicts a human profile in silhouette, with the word TikTok pouring directly into the mind—symbolizing the constant stream of digital influence that penetrates thought and perception. The branching neural lines inside the head represent how addictive content takes root in the brain, blending entertainment with dependency.

The process began with research imagery examining how repetition, color, and typography can convey obsession and control. Through symmetry studies and thumbnail sketches, I experimented with balance and visual hierarchy to express both attraction and unease. The use of bold orange and black reinforces tension—vibrant yet unsettling—while the cascading typography mimics the endless scroll of the app.

In the final revision, I refined composition and contrast to emphasize focus on the eye and brain, creating a visual flow that draws the viewer into the message. By presenting early concepts alongside the finished poster, the progression reveals how the design evolved from abstract exploration into a striking visual statement about attention, addiction, and digital consumption.

The Root Collective: Grow Roots. Live Bold.

Case Study: Reimagining The Root Collective through community, creativity, and connection.

The Root Collective is an eco-conscious co-living community in Tempe, Arizona, created for artists, freelancers, and young professionals looking for belonging and creative connection. The project’s goal was to reposition The Root Collective from a simple rental property into a creative desert community, a place where people grow roots through art, collaboration, and shared experiences. Inspired by the vibrant Arizona landscape and the idea of community as a living ecosystem, this brand strategy aimed to blend sustainability with storytelling.

The campaign concept, “Grow Roots. Live Bold.”, reflects the values of creativity, growth, and inclusion. It highlights how design can inspire people to take ownership of their environment and find pride in where they live. Through warm desert tones, natural textures, and clean typography, the visual identity conveys an earthy yet modern feel that celebrates both individuality and connection.

Two main activations brought this campaign to life: “Add Your Root”, a mural collaboration that allowed residents to co-create art with local artists, and “Meet Your City”, an outreach campaign connecting residents to Tempe’s creative scene through events, pop-ups, and local partnerships. Together, these efforts turned blank walls into stories and everyday living spaces into experiences of belonging.

This project taught me how branding and community design can merge to create real impact, not just awareness, but participation. The Root Collective became more than a housing brand; it became a symbol of creative growth in the desert. Through this work, I discovered the power of storytelling, visual identity, and collaboration in shaping how people connect to both a place and each other.

Case Study: Designing Confidence — Turning Anxiety into Empowerment

“This campaign taught me that design can do more than make things look good, it can make people feel supported. The idea of ‘Your Next Step Starts Here’ grew from a real emotional insight: job hunting is vulnerable. It’s full of rejection, doubt, and uncertainty. By humanizing the brand voice and designing with empathy, I discovered how visual communication can actually rebuild confidence.

Every part of the process, from sketching the first bilingual layout to seeing the poster mockups in context, reminded me why I love design. It’s storytelling with purpose. Through this project, I learned how research, empathy, and bilingual inclusion can shape a stronger connection between brand and audience.

Indeed stopped being just a listings site; it became a mentor figure in people’s feeds. For me as a designer, this project represented growth, finding my own voice through clarity, compassion, and cultural relevance. That’s the kind of design impact I want to keep creating: work that not only communicates but encourages.”

Project Description:
Mobile Dental Hygiene is a modern and elegant brand identity created for a professional dental care service that travels directly to clients. The client wanted a logo that looked refined and trustworthy while avoiding the typical sterile or overly clinical look of most dental brands.

The final design combines a minimalist tooth outline with a gold gradient wordmark to symbolize warmth, care, and quality. Supported by black backgrounds and clean typography, the identity feels both high-end and approachable.

The project includes the logo design process, mood board, rough sketches, and final branding applications — showing the evolution from concept to execution.

Case Study: Leo’s Tacos — A Logo Rooted in Tradition and Passion

Overview

Leo’s Tacos brings authentic Mexico City–style street food to Arizona, built on over 25 years of experience. Leo wanted a logo that honored his roots while appealing to a broad audience — something bold, classic, and full of character.

Inspiration

During our first talk, Leo shared his two passions: tacos and baseball. That mix of culture and sport inspired me to explore vintage baseball logos, focusing on circular shapes, bold lettering, and timeless pride. The goal was to design a mark that felt nostalgic yet strong enough to represent his legacy.

Design Process

I experimented with multiple directions — from minimal black-and-white versions to colorful options inspired by both Mexico City’s energy and American baseball heritage. Through these explorations, we refined a balance between authenticity and modern appeal.

Final Design

Leo chose the red and black emblem for its strength and tradition. The circular badge design and script typography reflect both his Mexican roots and his love for the sport. It’s a logo that communicates trust, passion, and decades of craftsmanship — instantly recognizable and full of pride.

Reflection

This project taught me how design can tell a personal story. The final logo doesn’t just represent tacos — it represents heritage, hard work, and heart.

Case Study: Unveiling the Way of the Samurai

Unveiling the Way of the Samurai: Mysteries of the Bushido is a conceptual book design project that explores the discipline and mystique of the samurai through visual storytelling. Inspired by the philosophy of Bushido, the design captures the balance between strength and serenity that defines the warrior’s path.

The creative process began with thumbnail sketches and research into Japanese armor, textures, and cultural symbolism. Early explorations focused on different compositions before settling on a close-up of a metallic samurai helmet — a powerful symbol of focus, honor, and mystery. The final design uses a dark smoky background to convey atmosphere and depth, paired with distressed red typography that represents energy and conflict.

The inside flaps extend the story with a synopsis and author bio, maintaining harmony with the overall tone and layout. The accompanying promotional poster translates the cover’s impact into a cinematic marketing piece.

This project taught me how to create a cohesive visual identity across multiple formats and to balance aesthetic appeal with cultural respect. The final result reflects both the narrative’s emotion and the discipline of the samurai spirit.

Case Study: Valley Metro “Stay Cool” Billboard Campaign

Overview

This billboard was designed as part of Valley Metro’s “Stay Cool” campaign, a public-service effort to help Phoenix residents stay safe during extreme heat. The goal was to take the human, community-driven tone of the campaign and translate it into a fast, high-impact outdoor format.

Concept

After exploring multiple headline and layout options, I selected the “Ride Smart. Stay Cool.” direction because it delivered an immediate message that could be read in seconds from a moving vehicle. The concept combined a strong headline on the left with a Valley Metro train graphic on the right, creating an instant visual link to public transit. The cool-blue gradient became the anchor of the design, reinforcing heat relief and clarity.

Trucios_Lucas_The Outdoor_Billb…

Design Execution

High contrast color palette based on campaign brand colors
Large, bold typography for distance readability
Train illustration to tie the message directly to the Valley Metro system
Minimal text to support rapid comprehension
Full production setup: 14’x48’ CMYK printer file with bleed and a realistic Phoenix mockup
Trucios_Lucas_The Outdoor_Billb…

Reflection

This project taught me how to simplify a message to its most essential parts without losing its emotional tone. Designing for a billboard forced me to think about scale, visibility, and how quickly people process information while moving. The final piece feels clean, modern, and visually aligned with the rest of the “Stay Cool” campaign.

Case Study: Bobarain Rebrand

Bobarain is a Pacific Northwest–based boba tea brand offering ready-to-drink canned bubble tea with real tapioca pearls. As the brand grew in supermarkets, it needed a refreshed identity that better reflected its playful personality and its commitment to sustainability. With three core flavors—Vanilla, Brown Sugar, and Matcha—Bobarain wanted to stand out on crowded shelves while communicating authenticity, convenience, and the joy of bubble tea.

The rebrand focused on creating a bold, vibrant look inspired by the movement and texture of boba milk tea. Bright flavor-based colors, rounded typography, and a modernized logo help the brand feel fun and energetic, while integrated “pro-Earth” messaging highlights Bobarain’s mission to donate 20% of proceeds to environmental causes. The result is a clean, engaging visual identity that connects with both longtime boba fans and first-time drinkers, bringing together flavor, convenience, and purpose in every can.

Migration to the United States — Infographic Design

Overview

This infographic was designed to visually explain key factors behind migration to the United States, focusing on demographic data, countries of origin, routes taken, and the economic and environmental pressures that drive people north. The goal was to create a compelling educational piece that blends storytelling, data visualization, and strong emotional impact while remaining clear and easy to understand at a glance.

Concept & Visual Approach

I wanted the visual tone to feel urgent and human, reflecting the struggle and determination behind migration journeys. The raised fist became the central symbolic element — representing resilience, strength, and the collective fight for a better life. Bold red radiating lines amplify the tension and energy of the subject, while silhouettes of migrants moving forward create a sense of motion and direction. The color palette, inspired by protest posters and historical political graphics, helps communicate seriousness and gravity.

Design Execution

The infographic organizes information into clear categories: top countries of origin, demographic details, economic contribution, and driving factors such as violence, poverty, and environmental changes. Maps help contextualize the migration patterns, showing both the U.S. regions most impacted and the complex, often dangerous routes migrants take through Central America. A mix of illustration and clean typography allows the design to feel both artistic and data-driven, making the information accessible without losing emotional weight.

Reflection

This project pushed me to balance aesthetics with clarity, ensuring the visuals supported — rather than overshadowed — the data. The final design captures the human story of migration while delivering key facts in a structured, digestible way. It reinforced how powerful infographic storytelling can be when combining symbolism, geography, and real-world statistics to deepen understanding of complex social issues.

Case Study: THC vs. CBD — Distinct Benefits Infographic

Overview

This infographic was created to clearly communicate the differences between THC and CBD by comparing their distinct benefits side-by-side. The goal was to simplify a topic that is often confusing for the general public and present it in a way that feels approachable, visually engaging, and easy to understand at a glance. By using character illustrations, color coding, and a vertical layout, the design breaks down complex information into digestible sections without overwhelming the viewer.

Concept & Visual Approach

The visual style draws inspiration from retro cartoon animation—playful, expressive, and friendly. The two illustrated characters act as guides for each cannabinoid, helping humanize the information and create emotional clarity. A split background with earthy greens for THC and calming blues for CBD reinforces the contrast between both compounds and their different effects. The leaf character at the top establishes the theme, while the icon-like benefit boxes create rhythm and structure throughout the piece.

Design Execution

Each benefit is placed in an evenly spaced panel, allowing viewers to scroll vertically and compare traits easily. The typography is bold and legible, matching the cartoon aesthetic while keeping the scientific information accessible. The footer adds an important disclaimer about individual differences, emphasizing responsible understanding rather than oversimplification. The combination of hand-drawn illustrations and clean digital layout creates a balanced blend of education and creativity.

Reflection

This project strengthened my ability to translate scientific or health-related concepts into engaging visual communication. The infographic succeeds by making a nuanced topic feel friendly and understandable while keeping the design fun and memorable. It also taught me how character-driven visuals can support learning and improve retention of information. The final result is an approachable educational tool that communicates both clarity and style.

Keegan’s Skillet Cookie — Illustrated Dessert Promotion

Overview

This project was created as part of my ongoing design work for Keegan’s Grill, where I handle promotional graphics and menu-driven marketing content. The goal was to design a fun, eye-catching visual for one of the restaurant’s signature desserts: the Hot Skillet Cookie. The piece needed to feel warm, appetizing, and playful while matching Keegan’s friendly and family-oriented brand identity.

Concept & Sketch Development

I began with a rough pencil sketch to map out the composition: a chocolate-chip cookie served in a cast-iron skillet, topped with two scoops of ice cream and dripping sauces. This stage helped me figure out perspective, the placement of the scoops, and how much emphasis should be on the dessert versus the typography. The early sketch also included the idea of using the letters in “Cookie” as part of the visual story, with the two “O’s” doubling as dripping chocolate and caramel.

Illustration & Design Execution

After locking in the layout, I moved into Adobe Illustrator to create a full vector illustration. I focused on rich, warm colors and smooth gradients to capture the heat of the skillet and the creamy texture of the ice cream. The chocolate and caramel drips were exaggerated slightly to add personality and appetite appeal.
The typography was hand-styled to look playful and inviting, with the word “Cookie” taking center stage. A bright green frame helped the poster stand out inside the restaurant and tied it into Keegan’s brand palette.

Outcome & Reflection

The final design is bold, appetizing, and fun—exactly what a dessert promo should feel like. The combination of sketch-based planning and polished vector illustration allowed the dessert to take on a cartoon-like charm without losing realism. This piece helped reinforce Keegan’s warm, approachable identity and continues to draw attention to one of their most popular desserts.

Case Study: Keegan’s Camelback — Promotional Design Work

As the in-house designer for Keegan’s Camelback, I create ongoing promotional materials that support weekly specials, seasonal events, and customer engagement. This collection includes a variety of projects—such as the Stella Artois engraved-glass event flyer, the illustrated Sunday breakfast banner, the St. Patrick’s Day T-shirt promo, and the VIP QR code card. Each piece was designed to be visually distinct while still fitting Keegan’s warm, friendly brand identity. Whether illustrating desert landscapes or showcasing product photography, my goal is always clarity, strong hierarchy, and eye-catching visuals that communicate quickly on social media and in the restaurant environment.

These designs have helped Keegan’s maintain a consistent marketing presence, boost event participation, and strengthen customer connection. From bold typography to custom illustrations and clean print-ready layouts, each graphic supports the restaurant’s personality and enhances its daily communication with guests. This body of work reflects my ability to design fast, adaptable, brand-conscious promotional content for a busy local restaurant.

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